aka Vitae Caring Foundation   |   JEFFERSON CTY, MO   |
GuideStar Charity Check


EIN: 43-1138252



Ruling year info



Brandy Meeks

Main address



Show more contact info

Formerly known as

Vitae Society

Missouri Citizens for Life Education Fund

Vitae Caring Foundation



Subject area info

Media justice

Right to life

Population served info


NTEE code info

Right to Life (R62)

Programs and results

What we aim to solve

SOURCE: Self-reported by organization

In today's culture, the abortion industry presents abortion as the only solution to an unexpected pregnancy. That is simply not true. Vitae Foundation conducts research on abortion decision-making so we can perfect the right messages to effectively reach women facing unexpected pregnancies and connect them with Pregnancy Help Centers and other lifesaving resources.

Our programs

SOURCE: Self-reported by organization

What are the organization's current programs, how do they measure success, and who do the programs serve?

Research based messaging to pregnant women in need and their circle of influence

Vitae Foundation facilitates lifesaving research and applies the findings to create messaging strategies to share with others so together, we can build a future where abortion is unthinkable.

Population(s) Served
Women and girls
Young women

Where we work

Our results

SOURCE: Self-reported by organization

How does this organization measure their results? It's a hard question but an important one.

Number of unique website visitors

This metric is no longer tracked.
Totals By Year
Type of Metric

Output - describing our activities and reach

Direction of Success


Context Notes

The number of unique visitors to Vitae Foundation's website. This does not include visitors to vitaeresearchinstitute or

Our Sustainable Development Goals

SOURCE: Self-reported by organization

Learn more about Sustainable Development Goals.

Goals & Strategy

SOURCE: Self-reported by organization

Learn about the organization's key goals, strategies, capabilities, and progress.

Charting impact

Four powerful questions that require reflection about what really matters - results.

Vitae Foundation's goal is to restore the sanctity of life and make abortion unthinkable.

Vitae commissioned Dr. Charles Kenny, a pioneer in consumer psychology and founder of The Right Brain People, to better understand the psychological dynamics that motivate women to feel the way they do about abortion.

An additional objective was to learn how to better communicate with those who may support abortion as a solution to an unexpected pregnancy and move them to a more life-affirming position.

From the very first study, a communication strategy emerged that resulted in a complete paradigm shift within the entire Pro-Life arena. Gone was the often politically charged rhetoric, absent the accusatory undertones. This new approach was woman-centered and non-confrontational while inviting audiences to think about the message.

To date, Vitae has commissioned seven studies with The Right Brain People and continues to conduct different types of research studies on the abortion decision-making process. Every project uncovers new findings and strengthens Vitae's ability to save lives. Current endeavors include Vitae's efforts to share this valuable information with Pregnancy Help Centers and Pro-Life peers across the world.

Vitae Foundation tests its research findings with Pregnancy Help Centers located in key markets across the United States. We then pass along the best practices to other Pregnancy Help Centers and Pro-Life peers so they can be equally as effective in reaching women facing unexpected pregnancies.

Vitae Foundation has more research on abortion decision-making than ANY other organization IN THE WORLD. Vitae Foundation is continually seeking out topics for upcoming research studies. Any time we appear in the public eye at conferences and such, we are overwhelmed for requests for research because we are the only organization to do what we do.

In addition, Vitae Foundation offers free training, consulting, and distribution of our research to Pro-Life peers.

As a part of our National Training Initiative, Vitae Foundation conducts in-person and online training for Pro-Life peers across the United States (at no cost).

Later this year, Vitae Foundation will launch the Vitae Vault, an online resource for Pregnancy Help Centers and Pro-Life peers which provides access to our research, best practices, and printables to help improve communication with women facing unexpected pregnancies. Again, the Vitae Vault is offered at no cost.

Vitae has had TV, print and internet ads in 99 U.S. media markets and 18 foreign countries. In 2015, Vitae ran media campaigns in 15 of the top 25 media markets (seven of the top eight). In 2018 Vitae made over 55,493 critical connections with those looking for help at targeted pregnancy centers in this country. In 2020 it was determined that Vitae would focus its digital strategies in key markets, collaborating with Alpha Centers in ten strategic locations in cities across the country. In addition to these Alpha Centers, Vitae Foundation is also testing its research in many other locations across the U.S. which are referred to as Beta sites. Each of the Alpha and Beta centers stays in constant communication with Vitae Foundation on what methods are most successful. The strategies are proven, the research solid and the results have been stellar. Therefore we know it is just a matter of time before we achieve our ultimate goal of changing our culture to one that has a greater respect for human life.

How we listen

SOURCE: Self-reported by organization

Seeking feedback from people served makes programs more responsive and effective. Here’s how this organization is listening.

done We shared information about our current feedback practices.
  • How is your organization using feedback from the people you serve?

    To identify bright spots and enhance positive service experiences, To make fundamental changes to our programs and/or operations, To inform the development of new programs/projects, To strengthen relationships with the people we serve

  • Which of the following feedback practices does your organization routinely carry out?

    We act on the feedback we receive

  • What challenges does the organization face when collecting feedback?

    We don't have any major challenges to collecting feedback


Fiscal year: Jan 01 - Dec 31
Financial documents
2022 2019 Financials Statements 2019 2014
done  Yes, financials were audited by an independent accountant. info

Revenue vs. expenses:  breakdown

SOURCE: IRS Form 990 info
Note: When component data are not available, the graph displays the total Revenue and/or Expense values.

Liquidity in 2022 info

SOURCE: IRS Form 990


Average of 2.36 over 10 years

Months of cash in 2022 info

SOURCE: IRS Form 990


Average of 3.1 over 10 years

Fringe rate in 2022 info

SOURCE: IRS Form 990


Average of 2% over 10 years

Funding sources info

Source: IRS Form 990

Assets & liabilities info

Source: IRS Form 990

Financial data

SOURCE: IRS Form 990


Revenue & expenses

Fiscal Year: Jan 01 - Dec 31

SOURCE: IRS Form 990 info

Fiscal year ending: cloud_download Download Data


Balance sheet

Fiscal Year: Jan 01 - Dec 31

SOURCE: IRS Form 990 info

The balance sheet gives a snapshot of the financial health of an organization at a particular point in time. An organization's total assets should generally exceed its total liabilities, or it cannot survive long, but the types of assets and liabilities must also be considered. For instance, an organization's current assets (cash, receivables, securities, etc.) should be sufficient to cover its current liabilities (payables, deferred revenue, current year loan, and note payments). Otherwise, the organization may face solvency problems. On the other hand, an organization whose cash and equivalents greatly exceed its current liabilities might not be putting its money to best use.

Fiscal year ending: cloud_download Download Data


Financial trends analysis Glossary & formula definitions

Fiscal Year: Jan 01 - Dec 31

SOURCE: IRS Form 990 info

This snapshot of VITAE FOUNDATION’s financial trends applies Nonprofit Finance Fund® analysis to data hosted by GuideStar. While it highlights the data that matter most, remember that context is key – numbers only tell part of any story.

Created in partnership with

Business model indicators

Profitability info 2018 2019 2020 2021 2022
Unrestricted surplus (deficit) before depreciation -$88,719 $261,340 $1,287,560 $437,060 -$687,493
As % of expenses -3.1% 10.8% 51.5% 15.4% -20.1%
Unrestricted surplus (deficit) after depreciation -$97,350 $245,856 $1,279,081 $425,040 -$706,757
As % of expenses -3.4% 10.1% 51.0% 14.9% -20.5%
Revenue composition info
Total revenue (unrestricted & restricted) $2,804,034 $2,791,308 $3,727,085 $3,355,474 $3,398,540
Total revenue, % change over prior year 9.0% -0.5% 33.5% -10.0% 1.3%
Program services revenue 0.0% 0.0% 0.0% 0.0% 0.0%
Membership dues 0.0% 0.0% 0.0% 0.0% 0.0%
Investment income 0.0% 0.0% 0.0% 0.4% 0.7%
Government grants 0.0% 0.0% 0.0% 7.4% 0.0%
All other grants and contributions 99.5% 99.5% 99.2% 92.3% 98.1%
Other revenue 0.5% 0.4% 0.8% -0.1% 1.2%
Expense composition info
Total expenses before depreciation $2,861,271 $2,417,058 $2,500,376 $2,845,893 $3,428,344
Total expenses, % change over prior year -5.8% -15.5% 3.4% 13.8% 20.5%
Personnel 48.1% 51.7% 57.1% 56.4% 54.3%
Professional fees 1.9% 2.9% 3.7% 3.6% 2.5%
Occupancy 2.3% 2.8% 2.5% 2.5% 2.0%
Interest 0.5% 0.7% 0.2% 0.0% 0.0%
Pass-through 0.2% 0.1% 0.3% 2.0% 0.9%
All other expenses 47.0% 41.8% 36.2% 35.6% 40.3%
Full cost components (estimated) info 2018 2019 2020 2021 2022
Total expenses (after depreciation) $2,869,902 $2,432,542 $2,508,855 $2,857,913 $3,447,608
One month of savings $238,439 $201,422 $208,365 $237,158 $285,695
Debt principal payment $0 $0 $0 $0 $0
Fixed asset additions $0 $23,667 $14,288 $25,375 $0
Total full costs (estimated) $3,108,341 $2,657,631 $2,731,508 $3,120,446 $3,733,303

Capital structure indicators

Liquidity info 2018 2019 2020 2021 2022
Months of cash 0.9 2.3 8.4 3.7 1.7
Months of cash and investments 0.9 2.4 8.4 8.5 5.1
Months of estimated liquid unrestricted net assets -1.3 -0.3 5.8 6.8 3.2
Balance sheet composition info 2018 2019 2020 2021 2022
Cash $215,335 $471,889 $1,751,264 $879,261 $480,912
Investments $9,709 $4,690 $0 $1,142,208 $986,874
Receivables $115,582 $66,928 $35,861 $71,302 $413,594
Gross land, buildings, equipment (LBE) $334,208 $257,883 $274,154 $299,529 $318,404
Accumulated depreciation (as a % of LBE) 97.6% 93.7% 92.0% 88.2% 89.0%
Liabilities (as a % of assets) 124.3% 55.5% 19.8% 6.9% 17.4%
Unrestricted net assets -$291,394 -$45,538 $1,233,543 $1,658,583 $951,826
Temporarily restricted net assets $204,736 N/A N/A N/A N/A
Permanently restricted net assets $0 N/A N/A N/A N/A
Total restricted net assets $204,736 $316,993 $259,372 $338,813 $799,921
Total net assets -$86,658 $271,455 $1,492,915 $1,997,396 $1,751,747

Key data checks

Key data checks info 2018 2019 2020 2021 2022
Material data errors No No No No No


The people, governance practices, and partners that make the organization tick.

Form 1023/1024 is not available for this organization


Brandy Meeks

Brandy has led in the pro-life movement for well over a decade. Her passion and energy for the mission increased while she served as a pregnancy center director in her early years. Later, she was recruited as the Director of Marketing and Research Application at Vitae Foundation. Brandy and her husband Matt, would go on to launch Cornerstone Marketing Strategies, building a company that assists pregnancy centers using research-backed digital marketing strategies. In 2018, Former Planned Parenthood director turned pro-life advocate Abby Johnson asked Brandy to join her as the VP of Operations at And Then There Were None to help more abortion workers leave the abortion industry while the movie Unplanned gained popularity. Together, they also launched ProLove Ministries, a pro-life organization that seeks to fill gaps in the movement. After the Dobbs decision was announced in 2022, Brandy was pursued by Vitae Foundation’s board of directors to lead as the next President.

Number of employees

Source: IRS Form 990


Officers, directors, trustees, and key employees

SOURCE: IRS Form 990

Show data for fiscal year
Compensation data
Download up to 5 most recent years of officer and director compensation data for this organization

There are no highest paid employees recorded for this organization.


Board of directors
as of 06/29/2023
SOURCE: Self-reported by organization
Board of directors data
Download the most recent year of board of directors data for this organization
Board chair

Douglas Bax

Jason Imlay

Larry Rohrbach

Doug Bax

Kyle Menges

John Bruchalski

Melissa Ohden

John Sinclair

Board leadership practices

SOURCE: Self-reported by organization

GuideStar worked with BoardSource, the national leader in nonprofit board leadership and governance, to create this section.

  • Board orientation and education
    Does the board conduct a formal orientation for new board members and require all board members to sign a written agreement regarding their roles, responsibilities, and expectations? No
  • CEO oversight
    Has the board conducted a formal, written assessment of the chief executive within the past year ? No
  • Ethics and transparency
    Have the board and senior staff reviewed the conflict-of-interest policy and completed and signed disclosure statements in the past year? Yes
  • Board composition
    Does the board ensure an inclusive board member recruitment process that results in diversity of thought and leadership? Yes
  • Board performance
    Has the board conducted a formal, written self-assessment of its performance within the past three years? No

Organizational demographics

SOURCE: Self-reported; last updated 6/29/2023

Who works and leads organizations that serve our diverse communities? Candid partnered with CHANGE Philanthropy on this demographic section.


The organization's leader identifies as:

Race & ethnicity
Gender identity
Female, Not transgender (cisgender)
Sexual orientation
Heterosexual or straight
Disability status
Person without a disability

Race & ethnicity

Gender identity


Sexual orientation


Equity strategies

Last updated: 09/20/2021

GuideStar partnered with Equity in the Center - an organization that works to shift mindsets, practices, and systems to increase racial equity - to create this section. Learn more

  • We review compensation data across the organization (and by staff levels) to identify disparities by race.
  • We ask team members to identify racial disparities in their programs and / or portfolios.
  • We employ non-traditional ways of gathering feedback on programs and trainings, which may include interviews, roundtables, and external reviews with/by community stakeholders.
  • We have long-term strategic plans and measurable goals for creating a culture such that one’s race identity has no influence on how they fare within the organization.
Policies and processes
  • We have community representation at the board level, either on the board itself or through a community advisory board.
  • We help senior leadership understand how to be inclusive leaders with learning approaches that emphasize reflection, iteration, and adaptability.
  • We measure and then disaggregate job satisfaction and retention data by race, function, level, and/or team.
  • We engage everyone, from the board to staff levels of the organization, in race equity work and ensure that individuals understand their roles in creating culture such that one’s race identity has no influence on how they fare within the organization.


Fiscal year ending

Professional fundraisers

Fiscal year ending

SOURCE: IRS Form 990 Schedule G

Solicitation activities
Gross receipts from fundraising
Retained by organization
Paid to fundraiser